Using publicly available search data to guide marketing strategy

Our Growth Sophistication Model is the gold standard for measuring marketing maturity and consumer experience. ​It evaluates each of the core competencies across an entire marketing operation, assessing existing capabilities and developing roadmaps, to transform a brand’s marketing into world-class, incremental growth.​

The Growth Sophistication Model evaluates 6 pillars​ 

By leveraging on the second pillar of our Growth Sophisitication Model, – Operating Model- our team of consultants first did a full review of the detailed setup and model used by Icelolly.com and Travelsupermarket – across all performance marketing channels. CvE’s expert resources played a key role to accelerate the building of our client’s performance marketing capability and enabled them to start recovering revenue as quickly as possible.  

From this information an optimal setup for both brands (as a combined entity) was designed. Crucially as many as possible existing accounts were repurposed into this new marketing operating model to maintain quality score and other concepts that take time to build up. By using API tools and structures our team was able to update both accounts seamlessly. Both tracking and tagging were also upgraded to best in breed status. 

At the same time a new operational design for ICT groups was developed by CvE. 

To ensure optimal results, we worked with ICT teams to manage the transition and the early stages of the operation before handing over as part of an in-housing exercise to the regrowing new operational design.